Radio As A Music Delivery System

Radio as a music delivery system equals the death of the industry.

[Note: I use the singular "you" in the post that follows because of my history as a broadcaster, but I am certainly not speaking to any one person here. However, if you're a PD/OM/GM/VP/ETC, then I am absolutely speaking to YOU. After all, it's time for a change, and change begins with ME, and it also begins with YOU. How's that for a disclaimer? :) ]

Many in our industry are saying this like: "Radio is heading for another bottom. It has been the primary music delivery medium to the American public for over 50 years, and that is changing."

This is so true, and it points to one of the major reasons radio is headed towards the abyss these days.

If music is the reason you are passionate about radio... if you like teaching listeners about good music... if you think your taste in music is even relevant at all... then today is the perfect day for you to get out of radio and never look back because it appears that you lack an understanding of why people turn on their radios in the first place.

Music isn't it. Don't bark off at me that your listeners come to you for the hits... Give it more serious thought than that.

One of the reasons people turn on the radio is for entertainment, and yes, music is a form of entertainment... but if music is the only way you know to put entertainment on the radio - if it's even the best way - do us all a favor and be gone.

There are so many better ways than radio for people to get the music they want when they want it. I know some here will read that as blasphemy. To those people I say: The year 2000 called & it wants to know where the hell YOU were.

Napster, Broadband, customizable web radio, music trading via email and instant messenger... and we ain't seen nuthin' yet. This revolution is only beginning.

Remember the days of the music 'haves' and 'have nots'? When I was a kid, I had a huge wall of vinyl and I was always the one to bring music to the party. They were buying smokes, I was buying singles. These days, what teenager DOESN'T have at least a thousand songs in their mp3 player?

We've always split the general public in half for the typical music debate. The younger half was into currents, and the older half wanted recurrents and gold. CHR verses AC. Well wake up and smell the internet my brothers and sisters because it's here, and unless you live in Cuba or certain middle eastern nations, it's not going away. Listeners who are passionate about the music already have it. Your walkman had a tape player. Theirs has an lcd screen and a scroll wheel to help them navigate the thousands of songs they have.

It amazes me that we still have idiots fighting for more music on contemporary radio. Bigger song libraries? IDIOTS! Pay attention to what's going on in the real world already. People are crying out for real entertainment, and we aren't delivering it.

Reality TV is still growing, and yet I hear morning shows doing canned bits! What the hell?!?

Every artist has their own website yet your jocks do NOT? What the hell?!?!?!?!

Listeners already have the music, and yet PD's are still talking about their air staff being on & gone - in & out... What the hell?!?!?!?!

If you're doing contemporary radio in any form & you find yourself searching for a song to add, why not just stick your head in the toilet & flush - because you're a dumbass. There. I said it, and I meant it. Find out what your listeners' favorite songs are, and PLAY 'em. Lose the fluff... Then, use your air staff as the way to build passion for your station.

What would American Idol be without Simon? Why would any PD EVER allow their station to be without a Simon on the air? I'm not talking about someone crass. I simply mean a PERSONALITY.

PER-SO-NA-LI-TY-!!!

Is your midday jock compelling? He or she better be... and if not - is the real issue that YOU don't place enough value in entertaining? It's amazing what members of an airstaff can do when they're presented with an environment that supports it and even encourages it. How about an environment that DEMANDS IT? Hell yes.

Don't teach your jocks to sell the liner card. Use the liner card as talking points only. Teach your TALENT how to entertain. Teach them how to UNDERSTAND the station's core listener. Teach them demographics as a means to becoming a better entertainer.

Music was the answer for radio in an era when waiting two hours for a song to play was the most immediate way to hear it. That day is long gone... so... ask yourself: How can I best entertain my listeners?

These days, music is just another element on the radio, but it sure as hell is NOT the answer to your ratings dilemma or a means to achieving long term goals.